Research On C2C E-Commerce Website Usability Evaluation System

With the development of network technology and the acceleration of the speed of economic globalization,e-commerce has achieved vigorous development. The number of websites is growing, the type is increasing and the function is continuously stronger. In this paper, C2C e-commerce business website has been selected as a target in the website usability research. It is hoped that the usability construction of China's e-commerce website can be better regulated by developing a"C2C e-commerce website usability evaluation system".At present, the development of China's network economy is immature. The research on the status of C2C e-commerce website construction is rare and mostly limited to the technical level. The research focused on the usability of C2C e-commerce website is also less. From the view of the systematicness and global properties, the usability of China's C2C e-commerce website is studied, adopting a method of combining both theoretical inference and empirical research. Firstly through the review of related papers, the fundamental theory of interaction design is arranged. The e-commerce website usability research is placed under the theoretical background of interaction design. The research situation and the evaluation methods of website usability are concluded. Secondly, taking Microsoft Usability Guide (MUG) for reference, the assumption is presented based on the characteristic of China's C2C e-commerce website. Thus the conceptual model of usability evaluation system is constructed, which is suitable to China's C2C e-commerce website. Thirdly, the assumption, valuation system and test scale in this research are testified by a method of combining in-depth interview with questionnaire survey. Finally, the conclusion is obtained based on the empirical study, called"C2C e-commerce website usability evaluation system scale".By the analysis, it's concluded that the content, technology, architecture, emotion, promotion and made for the medium are the seven key indicators of valuating and improving China's C2C e-commerce website usability.The C2C e-commerce website usability evaluation system mainly includes the following aspects. The quantity and the diversification degree of the website contents are the key factors for customers to measure the website usability. Customers can feel the reliability and good service of the website if it has fine technique support. The usability of the website system structure is a important factor to guarantee the website available. The consideration of the website emotion factor is the higher level request to the website. Whether it is convenient for customers in the whole shopping process and the website promotion are the important factors that affect the utilization of the website. The improvement of made for the medium usability is the important mean to completely increase the website usability. The service quality directly affects the movement of the website. The scale is adopted to test the usability of C2C e-commerce website (Taobao). Several issues are comprehensively revealed, which need in-depth consideration in the usability construction of C2C e-commerce website. It's hoped that some operable proposals can be provided to promote the usability construction of C2C e-commerce website, and the study can plays a promoting role in regulating the usability construction of C2C e-commerce website.